The European Cheeses campaign will soon launch in Australia, aiming to inspire Australians to use cheese to improve their daily lunch by embracing the ‘art of living’ of European culture.
The volume of European specialty cheese enjoyed in Australia has grown from 17,299 tonnes per year in 2013 to 76,510 tonnes today, which equates to a 342 per cent increase within two years (Eurostat Cheeses: Exportation of European Cheeses, Comtrade).
A campaign financed with aid from the European Union will further enhance the profile of European cheeses by showcasing an array of artisan cheeses at promotional events, including the Good Food & Wine Show Sydney (August 7-9). In November, cheese demonstrations will be held across supermarkets and food markets in Melbourne and Sydney, allowing consumers to enjoy the European cheese varietals currently available.
Speaking at a press launch in Sydney, cheese ambassador Will Stud said tasting quality European cheese could be a “revelation” for some consumers.
“It’s great to support local product but it’s also very important to support quality,” he said.
European cheese-making is built on master techniques that have been passed down from generation to generation, paired with innovative influences that ensure European specialty cheeses suit the ever-evolving food landscapes as part of the practice of ‘l’art de vivre’, or the art of living.
Australia is lucky enough to enjoy a number of European cheeses including a large variety of blue cheese, brie, raclette, comte, parmesan and stilton among others.
Many Europeans see lunch as the principal meal that should be slowly savoured and enjoyed with others around a table of conversation and laughter and European specialty cheeses offer an effortless way of adding a touch of flavour and texture to a meal.
Like Australians, Europeans also enjoy cheese throughout the day as a filling addition to a sandwich or to add texture and flavour to a meal. However, unlike Australia, where cheese is commonly served either before or after a meal, in France, four courses is the status quo where cheese is served between the main meal and dessert.